Uncensored CMO
145 episodes - English - Latest episode: 3 days ago - ★★★★ - 24 ratingsThe Uncensored CMO was created to explore the good, the bad and quite frankly downright ugly truth about marketing theory & practice.
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Episodes
How to build a digital brand – Abba Newbery, CMO Habito
January 24, 2022 17:36 - 49 minutes - 45 MBAbba is the CMO at the FinTech start up Habito, the fastest growing online mortgage broker in the UK. Prior to Habito, Abba worked as director of strategy at News UK, pioneering the moves towards digital content and as a planner at agencies UM and Carat. What we covered in this episode: Begging Dan the founder for a new job How Habito are disrupting the Mortgage market The power of anger and frustration to fuel business Convincing Uncommon to be a founding client Taking inspir...
How to be more creative - Kev Chesters
January 06, 2022 15:35 - 1 hour - 70.1 MBKev Chesters is the co-founder of Harbour Collective and co-author of "The Creative Nudge: Simple Steps to Help You Think Differently". Previously Kev has been Chief Strategy Officer at Ogilvy UK, Head of Planning at W+K and Planning Director at S&S. What we covered in this episode: How Kev got sued by Dr Dre Bumping into famous people in urinals Why creativity in business really matters The power of advertising to sell jeans Why creative is not the same as making ads The cre...
Tony’s Chocolonely: creating a slave free chocolate brand - Ben Greensmith
December 22, 2021 07:26 - 1 hour - 63.3 MBTony's Chocolonely is on a mission to make chocolate free of child-labour and slavery worldwide. I catch up with Lord Chocolonely III, or Ben Greensmith who runs Tony's in the UK about what it's like to run a mission-focused challenger brand in 2021. About Ben Ben started his career in food and drink over 20 years ago at IRI and then working for Unilever in a mixture of sales and category management roles. He joined innocent drinks in 2007 and was there for 8 years, holding a numb...
How Direct Line won the Marketing Week Grand Prix 2021 - Mark Evans, Direct Line
December 14, 2021 15:29 - 55 minutes - 50.9 MBHow do you run marketing for one of the best known insurance brands in the UK, Direct Line? That's exactly what I find out from their CMO, Mark Evans, who has been at the company for a decade. What we covered in this episode: Starting a podcast during lockdown Where Mark gets his energy from The importance of being tuned into your purpose Career lessons from Jimmy Carr Why you should always coach from a position of strength What you can learn from a World Cup winning Rugby s...
How Yorkshire Tea became Britain’s No.1 Tea - Dom Dwight
December 01, 2021 06:00 - 1 hour - 148 MBDom Dwight former editor & journalist who, just over a decade ago, discovered a passion for doing marketing properly, most notably through Yorkshire Tea but with a growing focus on coffee for Taylors of Harrogate. He's on a mission to prove that brands can connect with consumers in a way that benefits business, people, and (if it's not too ridiculous) the world. What we covered in this episode: What a Proper Yorkshire Tea business card would look like From journalist to CMO of t...
The biggest marketing stories of 2021 - Russell Parsons, Marketing Week
November 24, 2021 06:58 - 58 minutes - 53.3 MBIn this episode I talk with editor-in-chief of Marketing Week, Russell Parsons. We talk about our favourite news stories of the year, the Mark Ritson effect and if we should still be putting "digital" in job titles. Russell's Bio: Russell is the award-winning editor of the UK’s most prominent marketing title. He is responsible for leading Marketing Week’s content strategy across several platforms. Russell is also a trusted authority on marketing issues, delivering keynote speeches ...
Punks, Purpose & Profit - the biggest marketing stories of 2021 - Russell Parsons, Marketing Week
November 24, 2021 06:58 - 57 minutes - 52.8 MBIn this episode I talk with editor-in-chief of Marketing Week, Russell Parsons. We talk about our favourite news stories of the year, the Mark Ritson effect and if we should still be putting "digital" in job titles. Russell's Bio: Russell is the award-winning editor of the UK’s most prominent marketing title. He is responsible for leading Marketing Week’s content strategy across several platforms. Russell is also a trusted authority on marketing issues, delivering keynote speeches ...
Planet saving Aston Martin’s and Transport for Humans - Rory Sutherland, Ogilvy
November 17, 2021 06:00 - 1 hour - 87.3 MBRory's Bio Rory Sutherland is the Vice Chairman of Ogilvy, an attractively vague job title which has allowed him to co-found a behavioral science practice within the agency. Before founding Ogilvy Change, Rory was a copywriter and creative director at Ogilvy for over 20 years, having joined as a graduate trainee in 1988. He has variously been President of the IPA, Chair of the Judges for the Direct Jury at Cannes, and has spoken at TED Global. He writes regular columns for the Spe...
How I got fired twice in one year, the Uncensored CMO story - Jon Evans
November 09, 2021 15:01 - 2 hours - 114 MBIn this special episode of Uncensored CMO, Jon finds himself on the other side of the mic being interviewed by producer James McKinven, who grills him on some unusual career moves. After a promising start in the City Jon makes a large u-turn and decides to become a marketer instead where he goes on to learn his early craft at Britvic. His next big break came at drinks business First Drinks where he notoriously closed down the London underground after causing a terror threat. After r...
The power of feeling seen in advertising - Ade Rawcliffe, ITV
October 25, 2021 19:32 - 44 minutes - 41.1 MBAde joined ITV as Head of Diversity Commissioning in 2017. She was later promoted to Director of Creative Diversity, before taking on the role of Group Director of Diversity and Inclusion and joining the Management Board in 2020. She has responsibility for all diversity and inclusion related matters across the Group, including leading, developing and growing ITV’s Diversity and Inclusion strategy on and off-screen. Prior to joining ITV, Ade spent over 10 years at Channel 4, most rec...
Mini Episode - 5 Reasons to "Look Out" - Orlando Wood
October 19, 2021 16:03 - 8 minutes - 7.69 MBHere's my mini conversation with Orlando Wood, author of Lemon and Look Out where I ask him about 5 key insights from the new book: why it’s rude to stare and how the fixed gaze took over art and advertising whether you can actually build a brand online the serious case for humour how emotions capture our attention the surprising power of the finer details Listen to my longer conversation with Orlando: https://share.transistor.fm/s/9496c9dd Buy the book: https://ipa.co.uk...
Why it’s time to Look Out - Orlando Wood
October 12, 2021 00:00 - 1 hour - 57.1 MBOrlando Wood is Chief Innovation Officer of System1 Group and Honorary Fellow of the Institute of Practitioners in Advertising. He is also a member of the IPA’s Effectiveness Leadership Group. Author of Lemon (IPA, 2019), co-author of System1, Unlocking Profitable Growth (2017), his research on advertising effectiveness draws on psychology and a study of the creative arts. Orlando’s work has influenced thinking and practice in the research, marketing, and advertising, winning him a...
When Brands Stop Advertising - Dr Nicole Hartnett, Ehrenberg-Bass Institute
October 01, 2021 15:17 - 1 hour - 60.8 MBNicole is an advertising and media researcher with a particular interest in how to design effective advertising content. Her expertise spans advertising measurement, management and decision making, distinctive brand assets, brand performance metrics and consumer behaviour. She has published in international journals including the Journal of Advertising, Journal of Advertising Research, and the European Journal of Marketing. Nicole also has extensive experience conducting research p...
The Long and the Short of It - Peter Field
September 20, 2021 09:28 - 1 hour - 57.8 MBPeter Field has spent 15 years as a strategic planner in advertising and has been a marketing consultant for the last 20 years. His pioneering work on the link between creativity and effectiveness – such as Media in Focus with Les Binet - has earned Peter a global reputation as one of the Godfathers of Effectiveness. What we covered in this episode: How he become ‘Godfather of effectiveness’ Getting fired from two agencies The evidence based approach to marketing Creating the...
The Case for Creativity & Cannes Lions - James Hurman
September 07, 2021 11:24 - 1 hour - 99.8 MBHere's the articles before you listen: Read the Campaign article Read James' article Part 1 – The Case for Creativity in Business Growing up in a world that didn’t recognise the potential of creativity How Apple ‘Crazy Ones’ Ad inspired James to pursue Advertising James’ mission to prove the value of Creativity Why Jon was supposed to have a career as an Actuary What the research tells us about the role of Creativity on your success Why we should define effectiveness in har...
Go Luck Yourself - Andy Nairn, Lucky Generals
August 11, 2021 10:51 - 1 hour - 73.2 MBAndy Nairn is one of the 3 founders of Lucky Generals, a creative company for people on a mission. It's been shortlisted for Campaign's Agency of the Year for 5 years in a row. In 2021, Campaign named him the top brand strategist in the UK, for the 3rd time in a row. Business Insider has also named him one of the top 5 creative people in world advertising. He's won 24 IPA Effectiveness Awards (including the 2005, 2007 and 2010 Grands Prix) as well as the top 2 planning prizes in the...
The fast and the fearless - Nils Leonard, Uncommon
August 02, 2021 11:44 - 1 hour - 66.2 MBNils Leonard has spent over 20 years in the advertising and design industries working at a number of the most recognised agencies in London. In 2017, he founded the Uncommon Creative Studio alongside Lucy Jameson and Natalie Graeme, which aims to be “a creative studio building brands the real world is happy exists”. This episode is split into 3 parts, including a bonus segment from my recording with Nils over a year ago. Here's what we covered: Part 1 - Creating brands you wish e...
Can't Sell, Won't Sell; Why adland has stopped selling and started saving the world - Steve Harrison
July 16, 2021 10:00 - 1 hour - 60.4 MBPick up a copy of Steve's book "Can't Sell, Wont Sell" here. Steve was European Creative Director (OgilvyOne) and Global Creative Director (Wunderman) either side of starting his own agency, HTW, where, in the seven years the agency operated, he won more Cannes Lions (18) in his discipline than any creative director in the world. His work has subsequently featured in the D&AD Copy Book. He has also authored Changing the world is the only fit work for a grown man; How to write bette...
Improving your mental game - Dolvett Quince
June 28, 2021 23:01 - 49 minutes - 45.2 MBDolvett Quince is a real inspiration to his millions of followers but it’s not his Fitness that captured my attention, although you cant argue with the chiselled good looks and winning smile, but his mindset that really impresses. Having overcome a very troubled childhood Dolvett has not let any excuse stop him from pursuing what he loves and being successful. In this episode he shares the mindset that shaped him and the habits that helped him become successful. Consider this a work...
Making econometrics like art on a Friday and not maths on a Monday – Dr Grace Kite
June 21, 2021 23:00 - 1 hour - 55.5 MBWhat we covered in this episode: What is Econometrics and why you do it? The critical role of people in any econometric project Cristiano, Coke and the complete misattribution of data Importance of senior buy-in to an Econometrics project Making econometrics like art on a Friday not maths on a Monday Marketing as an investment not a cost How the data captures the behaviour of people What Grace learnt when rebranding her business Why Grace has been turning business down How...
The power of ideas that don't make sense - Rory Sutherland, Ogilvy
June 07, 2021 08:01 - 1 hour - 55.7 MBRory Sutherland is the Vice Chairman of Ogilvy, an attractively vague job title which has allowed him to co-found a behavioral science practice within the agency. Before founding Ogilvy Change, Rory was a copywriter and creative director at Ogilvy for over 20 years, having joined as a graduate trainee in 1988. He has variously been President of the IPA, Chair of the Judges for the Direct Jury at Cannes, and has spoken at TED Global. He writes regular columns for the Spectator, Mark...
How I created the most successful agency of the 90’s - Rupert Howell, HHCL & Partners
May 19, 2021 07:17 - 1 hour - 105 MBRupert Howell is one of the founders of the advertising agency HHCL & Partners famous for campaigns for Tango, The AA, Ronseal, First Direct and Go amongst to name just a few. They were awarded ‘Agency of the Decade’ by Campaign in the 1990’s and experienced phenomenal growth for over a decade before being sold to Chime. We covered so much ground in this bumper 2 hour episode, so here's the list of what we touched upon: How Rupert made HHCL the best agency of the 90’s Ruperts New...
Why Does The Pedlar Sing? - Paul Feldwick
May 06, 2021 16:13 - 1 hour - 95.5 MB“the buying of time or space is not the taking out of a hunting license on someone’s private preserve, but it is the renting of a stage on which we may perform” - Howard Gossage This is just one of the tremendous quotes contained in Paul Feldwick’s intriguingly titled new book ‘Why Does the Pedlar Sing?’ about what creatives really means in Advertising. Here's what we covered in this episode: How a Shakespear play inspired the title of the book A short history of Advertising ...
Why every CMO needs a crisis to thrive - Damian Symons, Clear M&C Saatchi
March 29, 2021 15:12 - 38 minutes - 35.3 MBDamian Symons is the CEO of Clear M&C Saatchi and author of 'From Choas to Clarity', which we reference a bunch in this conversation. He shares some of the excellent insight gained from this study of over 700 CEO’s and CMO’s into the changing role of the CMO over the past year and more. What we covered in this episode How aligned is the CEO and CMO when it comes to business priorities? Why is the CMO a lot more influential now than a year ago? How a crisis makes you a lot more c...
How to punch above your weight - David Thomas, Commercial Director, Southampton FC
December 04, 2020 08:00 - 43 minutes - 39.7 MBConfession time. As a Saints fan, this is certainly a case of mixing business with pleasure. But bear with me for a moment. A year ago Saints suffered the worst defeat in premier league history going down 9-0 at home to Leicester. For most clubs this would have meant firing the manager and sparking an inevitable tumble into relegation and financial uncertainty. But not Southampton. They stuck by their man and a year later are challenging at the top of the Premier League briefly goin...
Achtung! How to create and sustain attention - Orlando Wood, System1
October 18, 2020 15:00 - 30 minutes - 27.7 MBHere's what we covered in this episode: Who is Orlando and what is Lemon all about? Have the insights in Lemon changed on the back of the Coronavirus crisis? How emotion plays out in online video Why emotion is imperative online when you only have 6 seconds to capture people's attention Why you don't just need to be rational because your ads are targeted Brands should be using online advertising not only for activation, but also for brand building Examples of brands and ads d...
Mark Ritson - The s**t, the pipe, and what to do with it
August 21, 2020 09:44 - 54 minutes - 101 MBHere's what we covered in this episode: Find out what inspired Mark to switch the actual classroom for the virtual one How he ended up being the old, rich guy with a wine collection he used to laugh at What he thinks of the 50% of Marketers that have no professional training Why it's now time we all just all ditch the ‘D’ word and get back to Marketing Find out what every normal person knows about Advertising that Marketers pay good money to figure out Discover the most import...
Why we must focus on what matters - Mark Borkowski
July 01, 2020 16:30 - 48 minutes - 89.3 MBMark Borkowski is PR written large. He represents international celebrities and corporate heavyweights and is a sought-after commentator on the world of celebrity, the Media and spin. I recorded another episode with Mark not too long ago but it didn't feel right releasing it amidst the pandemic, so I caught up with him again. In this episode we covered: Why business is booming for Borkowski How they've handled the shift to fully remote The role of celebrities during the crisis ...
Why it’s time for a new brief - Alex Myers
June 25, 2020 16:00 - 30 minutes - 56 MBWhat we covered in this episode: Why some brands have accelerated their growth with 3 years of market progression in 3 months, while others hit hard How those brands that have gone dark and said nothing will be worst affected Why Brewgooder’s work during the crisis has been impressive How brands can do things without looking like they’re just jumping on the COVID bandwagon Are there any signs of things getting better for clients? How has Manifest changed in the past 3 months a...
An uncommon approach to the crisis - Lucy Jameson
June 16, 2020 16:00 - 21 minutes - 39.2 MBIn this episode we discuss: Brewdog's hand sanitiser ITV's Clap From Our Carers campaign Why Uncommon are making candles How Boris could have handled his messaging better What advice Lucy would give people in advertising Why this recession presents an opportunity Follow me: Twitter | @uncensoredCMO LinkedIn Contact me: Website | www.uncensoredcmo.com Email – [email protected]
Why there has never been a better time to advertise - Kate Waters, ITV
May 27, 2020 14:00 - 25 minutes - 47 MBKate joined ITV in 2019 in the newly created role of Director of Client Strategy and Planning, with a remit to help ITV Commercial build broader and deeper relationships with advertisers. A creative strategist by background and a highly respected and well known strategic leader with twenty years’ experience across a range of communications disciplines from advertising, to PR to digital, Kate has worked across sectors as diverse as automotive, retail, government and public sector, FM...
The impact of covid-19 on an ad agency - Ian Millner
May 26, 2020 16:00 - 24 minutes - 45.4 MBIan Millner is global CEO and co-founder of Iris - one of the most successful independent agencies in the UK. He set the agency up 20 years ago as a partnership with his co-founders and it now boasts some of the world’s most famous brands such as Samsung and Adidas. A genuine multi-disciplinary agency with offices around the World iris have successfully moved with the times. In this episode we cover Introduction – how Ian is doing! Impact – how the virus affected business Challe...
Creative effectiveness in a crisis - Orlando Wood
May 13, 2020 07:00 - 31 minutes - 59.2 MBOrlando Wood is the chief innovation officer at System1, and author of the IPA's best-selling book, Lemon. He also happens to be my colleague. What we cover: What is Lemon all about? How right-brained attributes in advertising can help long term brand building What impact will the Coronavirus have on the left-right brained way we think of the world? Should you continue doing the 'Covid-Ads' or should you stick to what you know? Can old Ads really be effective? Should brands go...
How to stay positive during the crisis - Simon Dent & Ben Bidwell
May 06, 2020 14:00 - 23 minutes - 43.5 MBAbout the guests: Simon Dent Simon Dent is a former sports lawyer and founder of Dark Horses, a sports marketing agency. Simon had experience of mental health problems in his 20s and after launching a couple of failed businesses he finally got it right with Dark Horses. Dark Horses, the sports creative agency, is the fifth fastest-growing creative agency in the world. Ben Bidwell Ben, otherwise known as The Naked Professor, is a mindset coach, writer & public speaker who is pionee...
How Direct Line are marketing during Covid-19 - Mark Evans
April 27, 2020 11:00 - 21 minutes - 40.2 MBMark Evans is the Managing Director, Marketing & Digital at Direct Line and has been at the company for over 8 years. He's seen some ups and downs but has never seen a challenge such as the Coronavirus. How has the company been impacted, what challenges have they faced and what opportunities can come from this? What do we cover in this episode? Introduction – who is Mark Evans and how did he end up in this position Impact – how has COVID impacted on DLG? It happened on the tail e...
New series: marketing in crisis
April 21, 2020 15:25 - 1 minute - 3.6 MBWelcome back everybody to the Uncensored CMO in rather different circumstances this time. So we were nicely underway with recording season 2 and we had interviews with Rory Sutherland, we had Mark Borkowski on there, Nils Leonard from Uncommon. But you know what? It just didn't seem right to go out there with season 2 as planned when we're all in the middle of a crisis and our minds quite frankly or are elsewhere. So what I thought I'd do instead was bring you some Covid-related c...
Challenges of being a tech entrepreneur - Jess Butcher
December 16, 2019 16:16 - 35 minutes - 66.5 MBJessica Butcher MBE is a tech entrepreneur, angel investor, speaker and mentor. She is perhaps most famous as one of the co-founders of Blippar, a pioneer in Augmented Reality which was once valued at over $1billion and described as one of the 20 most disruptive brands in the world. She is the recipient of numerous awards including BBC’s Top 100 women. In this episode: How falling in love led to her big break as an entrepreneur How Blippar created Augmented Reality and what it wa...
How I made BrewDog famous - Alex Myers
December 16, 2019 16:11 - 55 minutes - 103 MBAlex Myers is founder of Manifest who were recently awarded Agency of the Decade for their work making BrewDog famous. Having worked on BrewDog for most of the past 10 years they helped establish the brand as the UK’s most valuable Beer brand (source BrandZ top 75 UK brands) with virtually no paid for media. Manifest have a clear purpose of creating brands that change the world and put their money where their mouth is. In this episode: How Alex started a PR agency with no experie...
How to run an ad agency - Ian Millner
December 16, 2019 16:04 - 1 hour - 124 MBIan Millner is global CEO and co-founder of iris one of the most successful independent agencies in the UK. He set the agency up 20 years ago as a partnership with his co-founders and it now boasts some of the world’s most famous brands such as Samsung and Adidas. A genuine multi-disciplinary agency with offices around the World iris have successfully moved with the times. In this episode Why agencies get the clients they deserve The importance of genuine diversity and how it con...
The case for influencers - Arron Shepherd
December 16, 2019 16:01 - 1 hour - 126 MBArron is co-founder of The Goat Agency which is the fastest-growing agency in Europe and one of the most successful influencer agencies in the World. He and his co-founders set up the agency 4 years ago with their own money and now employ 130 people around the world and manage around 90 social media campaigns at any one time. Arron has a wonderful personal story and a very compelling pitch for his agency. In this episode Arron’s entrepreneurial roots and creating something out of ...
How to be a successful challenger - Adam Morgan
December 16, 2019 15:59 - 56 minutes - 105 MBAdam is the founder of the eatbigfish consultancy and author of Eating The Big Fish which reached the Top100 books in the Amazon charts inspiring a whole generation of challenger brands in the process. Adam is a popular speaker and consults with brands all over the world on how to be a challenger. He has also written The Pirate Inside about building a challenger culture within your organisation and A Beautiful Constraint how to turn your limitations into advantages. In this episode...
Why we buy what we buy - Richard Shotton
December 16, 2019 15:54 - 50 minutes - 94.3 MBRichard is author of the No.1 Marketing Book The Choice Factory which was the winner of BBH’s World Cup of Advertising books in 2018 beating some industry heavy-weights. Richard has 20 years of experience in Advertising planning, market research and behavioural science and last year made the big leap to set up a consultancy following the success of his book. In this episode How he ended up writing the best-selling marketing book of 2019 Why behavioural science should matter to ev...
Uncensored CMO launches on 18th November
November 05, 2019 13:00 - 2 minutes - 5.05 MBUncensored CMO launches on the 18th November, with six world-class episodes with some of the best in the industry. To find out what marketers really think, subscribe to the podcast.
Uncensored CMO launches on 16th December
November 05, 2019 13:00 - 2 minutes - 5.05 MBWhen I say CMO what do you think of? I know, for me, I think boardroom politics. I think carefully managed messages. I think slick presentations. But what I don't get is, I don't get an honest answer. I don't get to know what they really think. I don't get to know how have they got where they are today, and what has shaped and influenced their career. And that got me thinking, wouldn't it be great if we had a podcast that asked some of the tough questions that get to the heart of wh...
Uncensored CMO launches on 2nd December
November 05, 2019 13:00 - 2 minutes - 5.05 MBUncensored CMO launches on the 2nd December, with six world-class episodes with some of the best in the industry. To find out what marketers really think, subscribe to the podcast.